Abstract
Purpose – Retailers are facing pressure to promote sustainable consumption. Building on literature about the role of retailers as “translators” of the sustainability discourse, this paper studies how retailers cope with this pressure. The paper aims to discuss these issues. Design/methodology/approach – This study focuses on the Swedish retail sector. In 22 interviews with retail representatives and 13 store observations it explores the way food retailers approach sustainable consumption, particularly focusing on the role retail stores receive in operationalising sustainable consumption. Findings – The retail store is identified as important organisational layer within retailers to operationalise sustainable consumption. However, retailers do not acknowledge this potential sufficiently. An idealised model of multi-layered sensemaking to successfully promote sustainable consumption is presented. Research limitations/implications – The study results only cover a small part of the entire retail organisation ...
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